February 1, 2016

Catching up with the youngsters: Generation X is the real champion of cashless payment

Generation X
Generation X—champions of cashless payment in the Philippines

“Generation X”, whose collective purchasing power accounts for much of electronic payment in the Philippines, are keen to adopt new payment methods, translating into growth opportunities for businesses at the time when “Generation Y” comes of age, according to Visa Consumer Payment Attitudes Study 2015.

Penchant for electronic payments among Generation X (Gen X) Filipinos remains strong, according to the Visa Consumer Payment Attitudes Study 2015. The study shows that seven out of 10 Filipinos (70 percent) of Gen X prefers card payments over cash for safety reasons, compared to 6 out of ten (60 percent) among Gen Y.

The Visa Consumer Payment Attitudes Study identified and tracked the changing attitudes towards payments among consumers in Southeast Asian markets including the Philippines. For this study, “Generation X” are defined as those between 35-60 years old; “Generation Y” are 18-34 years old.

“We see widespread adoption among high-spending Gen X towards digital payments, particularly mobile, and growing spending power among Gen Y. The demographic shifts provide ample opportunities for businesses and financial institutions, spurred by fast-developing innovation in payments, such as wearable technology,” said Stuart Tomlinson, Visa Country Manager for the Philippines and Guam.

While cash is still the preferred option, the potential of other payment methods has been recognized. In the study, 88 percent of Gen Y surveyed said they are already using dedicated mobile applications to shop online – compared to 76 percent among Gen X. But the latter is catching up quickly.

For example, interest in making payments using wearables is similar across the two groups with Gen X (80 percent) not far behind from Gen Y (87 percent) with groceries, food and beverage, and movie tickets as the top three categories for using wearables to pay.

Generation Y
85 percent of Generation Y is already using dedicated mobile applications to shop online

Generation X, a generation that brought home the first personal computers and would not mind paying hundreds of thousands of Pesos for the first tumbler-size cellphones, are not always the laggards when it comes to adopting new payment technology.

Among new payment trends, paying with mobile devices is the next big thing. More Gen X (43 percent) have bought event and concert tickets through mobile devices than Gen Y (23 percent). While the youngsters (52 percent) spent more on software, apps and app-related content than their elders (28 percent).

Repeated usage is also a good indicator of how mobile payment has won over Gen X: 80 percent for example said they bought beauty and cosmetic products specifically via mobile devices having started using mobile payment only a year ago. Both Gen X and Gen Y also said they are interested to shop in store and paying with mobile devices (82 percent and 78 percent respectively) citing faster transactions, time saving, ease of use, and the convenience of not having to carry cashes as the top reasons.

“Given the appetite of Gen X and its spending power, catering solely to the young ‘millennials’ would be too limiting. Visa is working with client banks and merchants to accelerate the speed and scale of financial innovation by utilizing Visa's know-how and global network. So everyone, everywhere can have the best means to pay and get paid,” concluded Mr. Tomlinson.

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